Rolex Opens a Boutique in Miami’s Design District

Last night, Rolex opened a new stand-alone boutique owned by partner Luxury Swiss, LLC in Miami’s trendy Design District, the first in Miami. Rolex USA president and CEO Stewart Wicht and head of Luxury Swiss, LLC, Seymour Holtzman, were joined by Rolex and Luxury Swiss, LLC execs, to celebrate the boutique’s grand opening.

Last night’s grand opening party saw about 250 guests including Miami celebs Raúl De Molina of El Gordo y La Flaca, America’s Next Top Model contestant Anchal Joseph, Real Housewives of Miami star Adriana de Moura, and her husband Frederic Marq. A watch technician was on had demonstrating his craft to a mildly interested audience. Hilariously enough, for part of the night, the Rolex technician was working on an Omega DeVille. I guess there weren’t yet any Rolex watches in need of service.

The Rolex Boutique, located at 135 NE 39th Street, has a 1,250 square-foot retail area and a 250 square-foot watch workshop for on-site servicing. The store is a good looking space full of the requisite green, gold and tan. There is a good selection of pretty much every model Rolex makes. The great wall of watches (my name, not theirs), a built-in wall display visible from the street holding umpteen bajillion watches, is the shop’s most impacting feature.

So, if you’re in the market for a new Rolex, check out the boutique. Or, if you’re not in the market for a new Rolex, check out the store anyway. It’s across a Longchamp store and worth a visit. For more information, visit Rolex.com.